Ensure brand content engages customers and leads them back to the brand website

New Ideas in MarketingEssential news for marketers, summarised by YouGov
October 22, 2021, 5:00 PM UTC

With audiences today relying on preliminary research before purchasing, businesses must offer real-time information that customers find relevant.

Marketers should extend brand content to an integrated multi-channel connection strategy using the paid, earned, shared and owned promotional model. By doing so, a business can ensure they lead prospects back to the brand website.

Brands must identify what exactly their customers’ challenges, needs, and motivations are. Such insights help marketers create content their target audiences find useful. Brands should connect all communication to their core brand identity. This helps businesses maintain brand consistency and stand out among the competition.

Content should be engaging enough for customers to share with their networks. Marketers should also ensure that prospects can instantly connect with a natural person to ask further questions. Additionally, a CRM system enables brands to respond to website visitors with follow-up content.

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